Semiotic Meaning and Strategic Purpose of Vista Lima

  • Alain Perusset Universidad de Warwick

    Alain Perusset es semiotista, doctor en Ciencias de la Comunicación y lingüista de formación. Ha sido docente e investigador en la Universidad de Lausana. En el marco del programa europeo MSCA, realiza investigaciones sobre las estrategias de marca y el nation branding en la Universidad de Warwick y la Pontificia Universidad Católica del Perú. En 2020, publicó Sémiotique des formes de vie (ed. De Boeck Supérieur).
DOI: https://doi.org/10.18800/conexion.202202.001
Keywords: Branding, Lima, Marca Perú, Semiotics, Tourism, Visita Lima

Abstract

The COVID crisis in 2020 deeply impacted world economy. Peru, which had a booming tourism sector, suffered severely from the fall in international arrivals to its territory. To reactivate local economy, the Municipality of Lima launched, at the end of 2020, a digital magazine called Visita Lima. The aim of this article is to show how a postgreimasian semiotic analysis can provide a critical look at the offering of a brand. In this case, the different digital channels of Visita Lima will be analyzed in order to highlight some strategic issues and to propose solutions to make such an offering more relevant and meaningful.

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How to Cite
Perusset, A. (2023). Semiotic Meaning and Strategic Purpose of Vista Lima. Conexión, (18), 15-37. https://doi.org/10.18800/conexion.202202.001

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